1. Overview
Most marketers are away of LinkedIn’s self-serve advertising network and many are
using it. With a reach of 250 million professionals from nearly every industry, LinkedIn
is a promising platform. However, many higher education marketers struggle to reach
their target audiences and produce compelling return on marketing dollars. In this
webinar, we’ll review how LinkedIn marketing works, compare it to other online
advertising channels, and discuss several of its best and worst features. We’ll finish by
sharing examples of how to reach audiences effectively for degrees, certificates, and
corporate training.
• Outline and section topics
–
–
–
–
How does the LinkedIn self-serve advertising work?
When should I use LinkedIn versus Facebook, Google, or Bing?
7 best features of LinkedIn
9 worst features of LinkedIn
• Examples of targeting prospective adult education audiences
www.jmhconsulting.com 404-312-3999

2. Marketing to Adult Education
Audiences on LinkedIn
presented by Jon Horn

3. A CONSULTING FIRM WITH MARKETING EXPERTS
RUTHLESSLY DATA-DRIVEN
IN THE TRENCHES
www.jmhconsulting.com 404-312-3999

4. 1. What are the best and worst features?
2. How does advertising on LinkedIn work?
3. When should I use LinkedIn?
4. How can I reach my students?
www.jmhconsulting.com 404-312-3999

5. The Best & Worst
www.jmhconsulting.com 404-312-3999

6. 9 Worst Features
• Geographical targeting stinks
• Reporting stinks
• No integrated conversion tracking
• Limited ad formats with miniscule images
• Can’t target by education level, major, or degree type
• Inability to exclude audiences except in sponsored updates
• Minimum CPC is $2.00 and minimum daily budget is $10
• Each target audience requires separate campaigns
• Can’t use Boolean logic when targeting
www.jmhconsulting.com 404-312-3999

7. 7 Best Features
• Reach targeted professionals while they are career oriented
• Ability to collect leads without landing pages
• Combine targeting like Industry, Job Function, and Seniority
• Targeting by Job Title
• Targeting by Skills
• Targeting by Groups and Affiliations
• Targeting employees at specific companies
• Using targeting capability of LI when sponsoring updates
www.jmhconsulting.com 404-312-3999

8. How do LinkedIn ads work?
www.jmhconsulting.com 404-312-3999

9. LinkedIn Ads appear on:
•
•
•
•
•
Profiles of other LinkedIn members.
The homepage after members sign in.
The LinkedIn Inbox.
Pages that appear after searching for members.
Pages for LinkedIn groups.

11. Campaign targeting
•
•
•
•
•
•
•
•
•
•
•
•
Geography: “United States” or “California” or “Toronto”
Job Function: “Sales” or “Engineering” or "Marketing"
Seniority: “Vice President” or “Owners”
Job Title: “Project Manager” or “Teacher” or "Registered Nurse"
Industry: “Education” or “Biotechology”
Company Size: “1-10 ” or “500-1000” people
Company Name: “GE ” or “Hewlett-Packard” or “FedEx ”
School Name: “University of Georgia” or “Brown University”
LinkedIn Group: “Business Intelligence Group” or “SHRM”
Skills: “Project Management” or “SEO” or “Leadership”
Age: “18-24” or “35-54”
Gender: “Female” or “Male”

12. When should I use LinkedIn?
www.jmhconsulting.com 404-312-3999

13. Awareness
Interest
Engagement
Conversion
www.jmhconsulting.com 404-312-3999

14. When paid search isn’t
effective

15. LinkedIn is…
Good For
Not Good For
• Reaching professional audiences
• Reaching career changers
• Targeting specific job titles,
industries, associations, or groups
• Marketing to non-professional
audiences
• Marketing graduate degrees and
career advancement programs
• Marketing most undergraduate
degrees
• Marketing to corporate
representatives
• Marketing personal enrichment
programs
www.jmhconsulting.com 404-312-3999

16. Combined data from 8 clients with a total spend
of $430,000 generating 384 million impressions
and 220,000 clicks
www.jmhconsulting.com 404-312-3999

17. Cost per thousand
Impressions
Cost per Click
Cost per
Conversion
Bing Paid Search
$26.36
$ 2.69
$57.80
Facebook
$0.27
$1.13
$107.47
Google Display
$0.98
$1.07
$76.46
Google Paid Search
$70.91
$3.99
$61.07
LinkedIn
$1.25
$2.67
$44.63
Overall average
$1.12
$1.95
$66.24

18. How do I reach my audience?
www.jmhconsulting.com 404-312-3999

19. Location
Skills
Seniority
Job Function
Industry
www.jmhconsulting.com 404-312-3999

20. Reaching marketing decision
makers in US higher education
All LinkedIn
Location = United States
Job Function =
Marketing
Industry =
Higher Ed
Seniority =
Manager,
Director, or VP

21. MBA in Healthcare
Seniority
Entry, Senior, or Manager
Industry
Hospital & Healthcare, Pharmaceuticals, Medical Practice,
Biotechnology, etc.
Job Function
Accounting, Administrative, Finance, Operations, etc.
Seniority
Entry, Senior, or Manager
Job Function
Healthcare Services
www.jmhconsulting.com 404-312-3999

22. Project Management Certificate
Skills
Project management, project coordination, etc.
Seniority
Entry, senior, or manager
Job Title
Project manager, project coordinator, etc.
Seniority
Entry, senior, or manager
Groups
Project Management Institute, etc.
Seniority
Entry, senior, or manager
www.jmhconsulting.com 404-312-3999

23. Onsite corporate training
Job Title
Training manager, director of training
Seniority
Manager, Director, or VP
Function
Human Resources
Company Size
1-10, 11-50, or 51-200 employees
Associations
ASTD
Seniority
Manager, Director, or VP
www.jmhconsulting.com 404-312-3999

24. Questions?
Jon Horn
JMH Consulting, Inc.
www.jmhconsulting.com
www.jmhconsulting.com 404-312-3999